Make your business name standout in our digital world

How to make your business name standout in our digital world

2020 changed the rules for almost every aspect of our lives – and given so much more of it moved online, it is imperative that you have a business name that stands out in the digital world. Being both memorable and searchable as Australians search for businesses, products and services is key to getting that first crucial connection.

To find the balance between creativity and being easily found online, expert advice is essential to create an identity that speaks to what your product or service is about and aligns with what people are actually looking for when they seek it out. You need a creative brand name underpinned by clear and concise creative thinking to make it clear to the consumer who you are and what you do.

We’re playing in a bigger field where everyone has a digital presence

Pivot was the word of 2020 for businesses as more moved online, but no matter what you sell, your name is everything – your identity, your location, your availability and your reputation. For example, you may be a café attracting foot traffic, but people will go online for reviews and to book, and with Covid-19 challenges, Google to see if you cater or deliver – all this makes your digital footprint just as important. There are around 2.4 million actively trading businesses in the Australian economy all competing for your share of wallet, so you need to stand out. SEO is important but remember the Google algorithms change, so you can manage this in the content on your website.

Be clear and positive – people remember your name if the experience or association is good

Your new business name should convey something positive about your product or service – and link to what you do. Gone are the days where you can launch an online bookshop and call it Amazon and just hope people will find you. For example, you could have a creative name and practical tagline, but make sure your business name evokes confidence in what you’re doing for your potential customer or client. Our name, Creative Order says what we do – provide creative design and guidance with a clear direction of conveying your message and identity.

Think beyond borders and remember digital has no borders

When choosing a business name, be open to your future plans. For example, Perth Plumbing may be good for local searches but won’t resonate for someone in Sydney if you want to grow your business beyond the city borders. The same goes for considering who may find you online – could the name offend people of other cultures or nationalities? Is the domain name available in other markets you may wish to enter? Do you need to trademark? Other important considerations include thinking about how your name differentiates you from your competitors, how your name makes your audience feel, do any other businesses already use the name or have a similar one? And in the digital world especially, think about if the name could be misunderstood or be offensive, especially in other languages or if you’re planning to use it in other countries.

Getting it ‘Rightful’

Barrister Chris Dobbs, the founder of legal tech start-up Rightful understands the value of investing in the right business name. He says, Creative Order took a systematic approach to the process. “I had agonised for days on the name of our company. Many times, I thought I would come close only to find that the name had been reserved with IP Australia, or there wasn’t a useable domain or too many similar names. Spending the right amount of time to whiteboard and research they whittled down the contenders to the top six. When I received the list, I was floored by how it perfectly captured our brand and what we were trying to do – particularly given the fact that it was something new and different – something that did not reference the past but looked forward to what we could be.”

It is so important to invest in your name and branding

A good creative or brand agency should cover all the bases with getting the best leverage and longevity for your new business name – it is your identity, so be sure you own and control it in the online world. Remember, your new business needs a name, and it may be the most important decision you make.

Creative Order can help make your business name standout – email us now

See the below links for further reading on the topic of creating a brand name.

• Five ways to come up with a killer business name
• Business Names Ideas – Our Four Commandments
• Creating Good Business Brand Names
• Coming up with a business name: a Zestful new start-up